If you want to start a relationship with a prospect and turn them into a customers, you only have a short time to do it. You see your prospects are busy, and they won't stop to think about anything that doesn't get their attention immediately. This is why you need to lead with your strongest offer first.
Your goal is to collect a list of high quality leads who have the best chances of buying from you. Doing anything else other than this is a waste of time. You will waste time and money on tirekickers who don't buy, and that could care less about your business.
So to make sure you have the best of the best leads, start off with a strong headline that gets their attention, and follow with body copy that keeps their attention, and gets them to take the action of calling or going online for your free offer. This is the best way to run your business.
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